Mktg 353: Advertising

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1. 
Which of the following statements helps to explain the popularity of
magazines as an advertising medium?
 
Magazines offer flexibility in both readership and advertising.
 
2. 
Which of the following statements explains why some advertisers
are reluctant to use magazines as an advertising medium?
 
Magazines cannot deliver high-frequency.
 
3. 
The reach of magazines...
 
is adversly affected by declining magazine circulations.
 
4. 
When the dark or colored background of an ad extends to the edge
of the printed page, it is said to be a(n):
 
bleed
 
5. 
An ad for Verizon wireless on the back cover of a Fast Company
magazine would be an example of a(n):
 
fourth cover
 
6. 
Which of the following are two types of ads placed in the middle of
magazine pages and surrounded by editorial matter?
 
junior units and island halves
 
7. 
A gatefold is a(n):
 
insert with pages that extend and fold over to fit into a
magazine
 
8. 
What are the three most common ways to categorize or classify
magazines?
 
content, geography, and size
 
9. 
Lumberman is a monthly publication targets businesses in the
sawmill industry. It is an example of a _____ magazine.
 
business
 
10. 
On what do magazines base their advertising rates?
 
circulation
 
11. 
Which of the following advantages does broadcast television provide
to its advertisers?
 
mass coverage
 
12. 
One of the disadvantages that commonly plagues advertisers on
contemporary broadcast television is:
 
long lead times
 
13. 
As an advertising medium, one of broadcast television's greatest
disadvantages is:
 
high cost of production and air time
 
14. 
The primary advantages of cable TV as an advertising medium are:
 
its selectivity, low cost, and flexibility
 
15. 
One of the disadvantages that commonly plagues advertisers on
contemporary cable television is:
 
audience fragmentation
 
16. 
_____ occurs when an advertiser underwrites the total cost of a
program.
 
sponsorship
 
17. 
When several advertisers buy 30- or 60-second segments within a
program, they are:
 
buying on a participation basis
 
18. 
Why is most network TV advertising sold on a participating basis,?
 
This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage.
 
19. 
Some advertisers avoid using network TV advertising because:
 
network advertising requires such a long lead-time
 
20. 
Spot announcements....
 
run in clusters between programs
 
21. 
The first commercially available _____ that accommodated graphics
was Netscape Navigator. It was released in 1994.
 
web browser software
 
22. 
To access the Internet, computer users must first choose from two
types of communication systems. They are:
 
broadband and narrowband
 
23. 
_____ is a type of digital data transmission in which each wire
carries only one signal, or channel, at a time.
 
narrowband
 
24. 
Of the methods people use to access the Internet, which is the least
expensive?
 
narrowband via dial-up modem with Internet service provider
 
25. 
For homes or offices, there are essentially only two ways to
download broadband transmission. They are:
 
via cable modem and via DSL
 
26. 
A cable modem system:
 
is 10x faster than dial up
 
27. 
The concept of _____ is based on the idea that people would rather
use the Internet for fun and entertainment, not business and would
rather receive it through their TV than a computer.
 
WebTv
 
28. 
According to the text, which of the following is NOT a type of Internet
advertising opportunity?
 
home pages
 
29. 
What does the acronym HTML represent?
 
hypertext markup language
 
30. 
What is the most basic form of Internet advertising?
 
banner ad